In my last column, I made the argument for webinars being better and more frequently used by our industry. The subject matter is there, we just need a willing audience to present it to.

I would like to further that discussion by looking as live streaming video. In my opinion, social media platforms that lend themselves to live streaming video are less intimidating and more inviting to the attendees than webinars. Oftentimes, there is little to no advanced registration requirement. And, the format of the video is more flexible; ranging from one presenter giving a prepared speech solely to viewers to off-the-cuff interviews at a convention. Both scenarios allow for a theme or topic, but the latter makes room for more engagement.

Since I started this column, I have discussed the financial, social and marketing benefits of Google and YouTube’s live streaming video platform, Hangouts On Air. I have used the platform for conducting for interviews; largely when there was an opportunity for a more personal conversation that I could not physically travel to another state to facilitate. Our sister publication, Phc News, also used the platform at the 2014 AHR Expo to share real-time booth interviews and educational sessions with our readers who could not attend.

However, this time around I want to look at live streaming not for the sake of teaching, showcasing or selling something. Instead I want to look at mobile platforms, such as livestream and Persicope, which people have started using more so as a lens into an experience. On these platforms it’s not uncommon to find a video of a performance, speech, etc. Businesses can use that concept of doing less talking and more listening through livestreaming. Here are some examples:

Impromptu FAQ: When a product is launched, in that first two weeks allow customers to give feedback instead of waiting months down the road to formulate a formal frequently-asked-questions (FAQ) brochure or page on your website.

Weekly Demo: Allow service or building professionals to livestream one installation or project each week. This is the real day-to-day customers want to see; save the edited video staged with a sales representative for marketing and advertising avenues.

Crowdsource: You don’t have to wait on “X” number of email subscribers to respond to an online survey. If you are working on an announcement, new technology, etc. allow customers to weigh in. You can ask purposeful questions without giving your secrets away.

A “big scare” about livestream for businesses is the inability to censor. I get that. I also get that in today’s media cycle authentic content triumphs. So, while we should not do away with structured messaging, we should experiment with new ways to reach the end user; and this is one. Below you will find the handles for the livestreaming platforms I mentioned. Take the time to research and see if it is worth your company’s time.

Google Hangouts On Air (@googleplus) – Helping people go live in front of a global audience.

Livestream (@livestream) – On a mission to connect people with live events.

Periscope (@periscopeco) – Facilitating exploration of the world in real time through someone else’s eyes.

Follow our social media pages and you just might find your name listed in the next #FollowerFeature!

Since 2012, leaders in the plumbing industry have gathered together annually to voice the concerns of everyone from homeowners to lawmakers. The group, founded by Plumbing Manufacturers International (PMI), American Society of Plumbing Engineers (ASPE) and International Association of Plumbing and Mechanical Officials (IAPMO), has grown to include 15 industry associations. On May 12, there were 16 representatives from those associations that showed up to the National Institute of Building Sciences (NIBS), in Washington, D.C., for the 2015 Plumbing Industry Leadership Coalition (PILC) Meeting. Phc News was one of the media partners invited to cover the event, which took place from 11:00am to 4:00pm.

Dr. Sokwoo Rhee, Presidential Innovation Fellow at Cyber-Physical Systems (CPS), was the first presenter at the meeting. Dr. Rhee spoke on The Internet of Things (IoT), and the advancement in sensors and tech communication that now enables data collection that previously was not practical. The analytics that are collected today through integrated hybrid networks of physical and cyber systems help to better control technology.

CPS is exploring how IoT will allow for optimization of the way society deals with emergency, transportation and construction needs. One initiative that CPS is focusing on, in partnership with the National Institute of Standards and Technology (NIST), is the “Smart America Challenge.” Since 2013, the two groups have been assessing teams and their approaches to issues such as air quality, manufacturing, and health care. Some of the examples Dr. Rhee shared were: a sustainable management project in Cincinnati, a commercial building energy storage system in from Siemens and Columbia University, and 3-D data visualization work for green building in San Francisco. Dr. Rhee closed with a quick plug for the Global City Teams Challenge Expo. The expo recently took place, on June 1 in Washington, D.C., and was designed to advance the deployment of IoT technologies within smart city and smart community environments.

The next speaker up was Ryan Colker, director of the Consultative Council and Presidential Advisor at NIBS, who extended hospitality greetings from the institute. Gardner Carrick, vice president of the National Association of Manufacturing (NAM) Manufacturing Institute, led an afternoon presentation on workforce development. Carrick honed in on the skills gap in U.S. manufacturing and the work that the institute, in partnership with Deloitte, is doing to help make tangible changes in 2015 and beyond.

Other national issues were discussed as action items at the meeting including legionella awareness and drought prevention. Billy Smith, executive director and CEO of ASPE, addressed the coming ASHRAE 188 regulations and a report on legionella expected to be released by the ASHRAE later this summer. Barbara Higgens, CEO and executive director of PMI, shared that PILC recently submitted a proposal to WaterSense for consideration of tier levels for GPM flows to help with the emergency drought status in California and 10 other areas.

The next PILC meeting will take place at the International Emerging Technology Symposium (IETS) in Chicago, on May 12, 2016.

PILC members include: Plumbing Manufacturers International (PMI), Alliance for Water Efficiency (AWE), American Rainwater Catchment Systems Association (ARCSA), American Society of Plumbing Engineers (ASPE), American Society of Safety Engineers (ASSE), American Supply Association (ASA), Cast Iron Soil Pipe Institute (CISPI), Copper Development Association Inc., International Association of Plumbing and Mechanical Officials (IAPMO), International Code Council (ICC), Plastic Pipe and Fittings Association (PPFA), Plumbing Contractors of America (PCA), Plumbing-Heating-Cooling Contractors National Association (PHCC), United Association of Journeymen and Apprentices of the Plumbing and Pipe Fitting Industry of the United States, Canada, and Australia (UA), and Water Quality Association (WQA).

In February 2014, the Environmental Protection Agency (EPA) launched the WaterSense H2Otel Challenge to encourage hotels to “ACT.”

• Assess water use and savings opportunities
• Change products or processes to incorporate best management practices
• Track their water-saving progress and achievements

In the H2Otel Challenge’s second year, WaterSense is engaging partners to educate and recruit hotels to start saving water. H2Otel Challenge participants receive recognition, outreach, and technical tools to help them save water and energy while contributing to their bottom line.

In order to start identifying and tracking their water savings hotels can take advantage of The WaterSense WaterUSE Tool and the associated Water Assessment Worksheets to identify and prioritize cost–effective water efficiency projects and incorporate best management practices to reduce water and energy use. The worksheets guide a user through a water assessment of their hotel. Based on facility–specific inputs entered by the user, the WaterUSE Tool provides recommended best management practices and calculates potential water and cost savings for water–saving projects.

Hotels that do not have their own sustainability tracking software can collect their utility bills and enter them into a utility tracking software program like EPA ENERGY STAR’s Portfolio Manager. The program provides a user-friendly way to track both energy, water, and other sustainability metrics all in one place. Facility managers can install smart meters to electronically record water use data in real time. These smart meters can also be used on specific areas such as irrigation systems, cooling towers, and steam systems to more accurately manage water use.

“We know that hotel facility managers are busy” Blette said. “In order to make their jobs easier, the H2Otel Challenge will provide free technical tools and webinars to help them assess their water usage and identify water saving opportunities.”

To date, more than 800 hotel locations have signed up for the challenge. Hotels of all sizes and types are participating. Major chains represented include Marriott and its family of brands (Courtyard, Ritz Carlton, Residence Inn, Fairfield Inn), Wyndham, WorldMark, Radisson, Country Inn and Suites, Doubletree, Sheraton, Hyatt, Caesar’s Entertainment, Carlson Rezidor Hotel Group and independent hotels and resorts, such as Kalaloch Lodge in Glacier National Park.

“The WaterSense H2Otel Challenge also provides hotels in drought-affected areas of the country to demonstrate their commitment to their local community by undertaking water-efficient practices,” said Veronica Blette, branch chief at WaterSense. “In addition to reducing water use and associated water and sewer bills, we know that significant energy savings can be realized by reducing the amount of water they need to heat.”

The WaterSense program was created to help transform the marketplace for products and services that use water, and instill a nationwide ethic of water efficiency. To accomplish these goals, the EPA has focused on water efficient products, best management practices, and people – partners, professionals and the general public. Last year, the challenge was about educating and developing a suite of technical tools and promotional materials to help hotels start water-efficient efforts.

“We held a number of technical webinars based on sections in WaterSense at Work, a compilation of water-efficiency best management practices (WaterSense at Work Best Management Practices available online). The guide can help commercial and institutional facilities understand and better manage their water use, establish an effective water management program, and identify projects and practices that can reduce facility water use,” Blette explained.

In 2015, EPA’s WaterSense program introduced a Recruiting Rally to build momentum and encourage WaterSense’s promotional partners (partnership and participation is voluntary and free), i.e., a utility, state/local government, trade association, or non-profit organization to recruit hotels to join the challenge. The WaterSense promotional partner that recruits the most hotels during the challenge will earn a free onsite water assessment at a hotel of its choice, as well as a water savings workshop for hotels in their area.

“Our partners have helped us get the word out to their local area hotels about the challenge to save water. We feel their participation and enthusiasm is a win-win for the campaign,” Blette noted.

Manufacturers play a key role for WaterSense, as they make the labeled products that use at least 20 percent less water while performing as well or better than standard models. The Kohler Company is one of the manufacturers that has signed up for the 2015 challenge as a recruiter.

The WaterSense label can be found on more than 14,000 models of tank-type toilets, lavatory faucets, showerheads, flushing urinals, weather-based irrigation controllers, and commercial kitchen pre-rinse spray valves. It is not a requirement that hotels install new fixtures to participate in the challenge, although their efforts to assess water use may identify replacement as an opportunity to achieve savings. WaterSense can help hotels meet saving objectives from the back of the house to the guestrooms and lobby as effortlessly and seamlessly as possible so they can concentrate on what’s important — the guest experience.

Several non-profit organizations are participating and supporting the challenge including the Alliance for Water Efficiency, the National Sustainable Hospitality Network, the American Green Lodging and Hospitality Association, Boston Green Tourism, and Green Destination Orlando.

Trade associations are also supporting the challenge. Some that are participating this year include the Association of Metropolitan Water Agencies (AMWA), the American Water Works Association (AWWA), International Association of Plumbing and Mechanical Officials (IAPMO), the Association of Green Property Owners and Managers, Inc. (AGPOM).

A great sales team is difficult to build but is the cornerstone of a successful business. Motivated, productive sales personnel that can consistently generate revenue by winning repeat and new business can be a major driver of growth. Suppliers, manufacturers and distributors often rely on traditional sales techniques such as cold calling and door-to-door selling, but these are labor intensive and heavily reliant on the charisma and natural sales ability of the team.

With new technology entering the market, remaining dependent on the hard slog of a few key sales people no longer needs to be the case. Software, applications and tools that improve efficiency and information sharing for businesses have enormous value for an industry expected to be worth $15 trillion by 2025. Now is the time for suppliers of plumbing, heating, cooling and piping (PHCP) products to really push forward to avoid being left behind – there’s a real opportunity to snatch up market share and establish a position ahead of the competition.

"Big Data" (simply referring to the extensive amounts of data now available to companies) is a term used more so than any other in businesses today, and rightly so; big data means big money for businesses. This is because having reams of customer data, as well as the technology to understand and use it strategically, enables companies to make better, and more informed decisions. Any company with the ability to properly analyze and make sense of their customer data is immediately at an advantage. This is especially true in the PHCP industry – where being able to understand and anticipate what customers need and when they’ll need it is crucial to generating repeat sales.

But managing and analyzing data manually is inefficient and occupies a huge slice of your sales team’s time. It also becomes increasingly difficult, and almost impossible to keep on top of as the customer base grows. One of the best ways businesses can manage their data effectively is to use Business Intelligence software. Keeping the sales team focused on sales, rather than administration and reporting, requires the ability to quickly collect and analyze data to provide personnel with all the information they need to identify and seize selling opportunities.

Targeted sales and marketing campaigns

Business Intelligence software analyzes customer information in an instant. It can identify customer buying patterns and trends, including the best (and worst) selling product lines and make note of any seasonal changes. Access to this information can help PHCP wholesalers and distributors run targeted promotion campaigns based on actual customer data, rather than intuition and traditional sales approaches. If a salesperson sees that a particular customer has purchased a delivery of hand tools last month, but no power tools, they will be alerted to pick up the phone and engage with that customer.

Improved customer management

Most suppliers manage a huge number of customers across multiple product lines, so maintaining customer relationships can be difficult at the best of times. Business Intelligence software organizes customer data into sections that are easily manageable, so sales teams can access invaluable information such as purchasing history, changes to the account and when they last spoke in a matter of seconds. Recalling vast amounts of in-depth knowledge about account histories and requirements will impress any customer.

A mobile sales team

Most PHCP suppliers spend a great deal of time out on the road, meeting prospects and existing customers. Business Intelligence software is easily accessible via smart phones and tablets, meaning that customer information can be accessed at anytime, from anywhere. Carrying endless papers and customer files around is inefficient and runs the risk of being left back in the office or worse still, lost in transit. With everything easily accessible on a mobile app, sales professionals can quickly access all the latest customer information, review recent purchases and compile customer reports on the move.

The advent of new technologies such as Business Intelligence software in no way renders traditional sales techniques redundant – the very best sales pros still need the ability to pick up the phone and build rapport with the customer or potential customer in an instant. But Business Intelligence software makes this process easier and faster. Instead of wasting time trawling through endless spreadsheets, trying to identify patterns and find out when a particular customer is in need of a certain product, what they last purchased or speculatively cold calling prospects, sales teams can equip themselves with the necessary information to make a sale. For suppliers to really take advantage of industry growth, they must make use of the technology now available to them so that sales teams can get on with what they do best: building and maintaining those all important customer relationships, selling more and helping the business grow.

Kevin McGirl is president of sales-i. sales-i was founded by sales intelligence pioneers Kevin McGirl and Paul Black who shared a vision to deliver an on-demand sales and customer intelligence service for busy, frontline and desk-based sales people.With information moving at a faster rate than most businesses, Kevin and Paul could see the importance this collected business data could have on generating new sales opportunities. Therefore, sales-i was born with a single purpose: to turn a good salesperson into a great one. Contact Kevin at 847-868-8175.

As a plumbing contractor, you know the difference between the rough and finish. The hard work that goes on behind the scenes is not what gets noticed – it’s the details that make a project look complete. With your business, it’s no different. If your website looks unprofessional or there is inconsistent or lacking information out there about your services, people might wonder what’s really going on below the surface. If you don’t take time to add the finishing touches, you risk losing out on new customers.

Your first instinct may be to get your phone number out there on a basic website, so customers can find you in emergencies. But, to get big jobs, like bathroom remodels, you’ll need a web presence that showcases your business, areas of expertise, and previous work. Customers need to be able to contact you quickly, and also trust that you will be respectful of their home and do good work.

You can tell this story by getting online. Take the time to do the rough work to build an online presence, and also add polish to finish the job like you would a new installation.

STEP ONE: The rough

Following are the nuts and bolts of your web presence. Start here to compete effectively with other contractors in your area.

Establish a presence

In this day and age, people won’t find you if your business isn’t online. If you don’t have a website, get one now! There are plenty of services that can help you quickly and easily set up a website.

Your website should clearly list your phone number, emergency contact information, location, services offered, and business hours. Because many new customers will search for you in a hurry, you need to make sure that your website works on mobile devices. You also need to think about the design, and make sure you have a clean, straightforward, and professional look.

Fix your business listings

Even if you haven’t been putting your business information online, it’s likely already out there. You might be shocked to see all of the places your business is listed online. Do a quick Google search of your company name, and check all listings to make sure they are correct. Google, Angie’s List, Yelp and YP.com are a good place for plumbers to start.

If the wrong phone number is listed and potential customers can’t get a hold of you right away, they will move on. You need to contact each listing service and provide them with the correct information about your business, and keep it updated whenever you make a change.

Optimize for search

A good website that can’t be found is the proverbial tree falling in the forest. Try searching for “plumber” and the name of your city and see what comes up. If your business isn’t there, it’s time to get to work on search engine optimization (SEO).

SEO is a series of important adjustments to your website that will improve its page position on search engines. Things like proper titles, descriptions of services, and links to other sites. It’s important to get this right. Think about it, when is the last time you went to the second or third page of Google results?

There are good books like “Local Online Advertising for Dummies” or lots of info online to help you. You will need to keep up to date as some of the rules change constantly.

Update your contact list

An accurate and informative contact list is one of the most powerful marketing tools. Maintain your contact list by adding new customers, updating out-of-date information, and entering notes about previous jobs, birthdays and any other important information about your customers.

It can be a drag to go through the scrap pieces of paper with email addresses or random notes on your phone. But, the investment you make now will pay off when you want to reach back out to these customers to secure more business in the future.

STEP TWO: The finish

Once you have the basics in place, you need to add polish. Following are some ways you can incorporate details to enhance your presence, and get in touch with more customers to build your business.

Show third-party validation

Make sure that your website clearly states that you are a licensed contractor. List awards, accreditations, and certifications to show that your business is credible and well-run.

Add photos

You may think that customers won’t be interested in pictures of pipes or valves, but posting “after” pictures will show the quality of your work and reinforce that you are effective, clean, and pleasant to have in the home.

Posting pictures of your staff, office and equipment will also show that you are professional, and will help your customers know what to expect when you arrive at their home.

Manage your reputation

You need to have a presence on the big reviews sites like Google, Yelp and Angie’s List because 78 percent of purchasing decisions are impacted by online reviews, according to the Ipsos Open Thinking Exchange.

Send an email to your happy clients and ask them to write a review about their experience with instructions and a direct link. Post those positive reviews to your website to get the most out of them. You should also monitor and respond to reviews. It makes a big impact on consumers if they see that you’re taking the time to address a review, regardless of whether it’s negative or positive.

Build a network

Most people ask around to find a plumbing contractor they trust. Make sure that your satisfied customers keep you in mind for referrals.

Make it easy for them to recommend you with a quick email and a first-time offer they can forward to their friends. You can also establish a quid-pro-quo referral policy with other contractors to keep additional business coming in.

Stay in touch

One sure way to grow your business is to turn one-time customers into repeat customers. Regularly emailing your customers with helpful information will help keep you top-of-mind for future projects. Offer tips such as advice for keeping your pipes from bursting or how to winterize your home, and promotional emails with special offers. Consistency is important here. Newsletters should arrive every week or month. Set a schedule and stick to it.

As you know, both the rough and the finish are critical to the functionality of plumbing, and the same is true for marketing your business online. It may seem like a lot to manage if you haven’t done this before. But, investing time in your online presence will help you reach customers at the right moment, and establish stronger relationships that keep clients coming back to you as their go-to for plumbing services.

Paul Bascobert is president of Local at Yodle. Yodle is a leader in local online marketing that helps 50,000 plus local businesses, including almost 1,000 plumbers, find and keep their customers simply and profitably. Find out more about Yodle at www.yodle.com, or by contacting the company at info@yodle.com or 877-276-5104.